How B2B Brands Can Elevate Their Marketing by Aligning with Audience Passions
By Art Allen
My sister has an uncanny ability to buy the perfect present for everyone in her life. Every time she gives me a gift, I’m surprised at how thoroughly perfect it is — and most of the time, I didn’t even realize I wanted whatever it was she got me. In fact, her gift giving ability is so good that I swear sometimes she can read minds.
Of course, she can’t actually read minds. No, her gift giving superpower is nothing more than listening to the people around her and understanding them. For example, she listened to me talk about my love for science fiction and my enthusiasm for getting dressed up, which made it easy enough for her to delight me with a space-themed tie clip.
As marketers, we can elevate our campaigns and delight our audiences with the same simple trick. But instead of listening to stories of how they spent their weekend, we can see what they’re talking about and searching for online.
Find out what’s interesting today
According to Gartner, 84% of business leaders say customer data and analytics are extremely important for achieving their business goals. That makes sense — customer data is a glimpse into the minds of your audience that you can’t get anywhere else. But where do you find it?
The best place to start is with one of the myriad of research tools available to marketers. Tools like SEMRush, BuzzSumo, and even trusty old Google Search Console have a wealth of data about search trends that can help guide the type of marketing messages, content, and experiences you provide your audience.
But the tools that give you insights into search trends shouldn’t be the one and only place you look for what’s on your audience’s mind. After all, seeking the answer to a question only happens after the question is formed. And questions are only formed after a bit of conversation and contemplation — and that conversation is happening on social media.
And, in 2022, there were more conversations happening on social media than ever before. This wealth of information about what’s on everyone’s minds is veritable gold for B2B marketers. And the best way to tap into those conversations and hear what people are saying is by using a social listening tool. Instead of going from site to site and scrolling through feeds hoping to glean some insights here and there, a social listening tool will give you a dashboard showcasing exactly the insights you need from across the social universe.
[bctt tweet=”“A social listening tool will give you a dashboard showcasing exactly the insights you need from across the social universe.” — Art Allen @punsultant” username=”toprank”]
Understand your audience’s intent
Making sense of customer data remains a top challenge for marketers, according to recent research from Vericast. And it’s important not to overlook what your audience is trying …read more
Source:: Top Rank Blog
